SFE: Southwest Foodservice

Southwest Foodservice Excellence (SFE), one of the nation’s largest and most innovative K-12 food service providers, needed a refreshed brand and stronger sales and marketing materials.

The goal was to better represent SFE’s fresh-from-scratch approach and stand out in an industry dominated by large, standardized food service corporations.

SFE turned to MOD+Co to drive these initiatives.

Capabilities

Industry

Food Service Provider

Go To Market

Sales Enablement

Creative

Brand Strategy

Positioning & Messaging

Brand Identity

Content Development

Marketing Collateral

Spatial Design

Video Design & Production

01

Uncovering the Essence

MOD+Co began by uncovering what makes SFE unique through comprehensive discovery, including stakeholder interviews, student surveys, and alignment of brand values.

The differentiators were clear: a chef-led, chef-run philosophy under Chef and CEO Monty Staggs, the pioneering introduction of food trucks to schools, and a mobile ordering app.

02

Innovation Baked In

Those insights informed two lines of core messaging: “Innovation Baked In” and “Taste the Difference.”

Together they give SFE a way to say what the big standardized providers can’t.

MOD has helped us to elevate our brand messaging and reach our clients in a more meaningful way. As true partners, they have listened to our industry challenges and opportunities and helped us to bring to life creative ways to reach our client partners through great visual assets, impactful written content and now through cutting edge technology solutions.

— Sara Murphy, VP of Marketing & Communications, SFE

03

Refreshing the Identity

MOD+Co crafted a refreshed visual identity that emphasized SFE’s distinctive qualities.

The new brand aesthetic featured vibrant imagery, organic patterns, modern typography, and concise, impactful copywriting.

04

Equipping the Sales Team

MOD+Co revitalized SFE’s proposals, created a comprehensive digital marketing kit, and developed a brand guide to ensure consistency across all sales and marketing collateral.

The sales team is equipped to tell SFE’s story effectively, in the same voice, every time.